In chapter 8 of Public Relations Theory II, Carl Botan introduces the notion of a meta-strategy level of discursive activity within the sphere of public relations activities: the grand strategy. Grand strategies are organisation-wide or meta-organisational policies or practices which function to direct the actions of all parts of the organisation or organisations. The notion of a grand strategy is functionally similar to ideas of organisation culture in that both are notions professing hegemonic influence that dictates strategy. Meta-strategy exists within a level of meaning that often is invisible to pure ethnography, and the discourses surrounding them are rarely formalised and therefore are hard to prove conclusively. Notwithstanding this limitation, the author proposes a commonplace notion of strategy, which in turn dictates the tactics used.